Sunday, April 28, 2013

"I just don't have the time or the energy to stay on top of Facebook, Twitter, Google, or Linkedin. I haven't ever seen a Pinterest site. My kids talk about Instagram and Tumblr, but I have no idea how or why I should use them in my business. Write a blog? You must be kidding. Do some videos? I'm sure they are effective, but I wouldn't know where to start. My SmartEtailing website seems just about right, and I do try to update it once a month or so. SEO on the site? No idea!"

Does that sound like your bike shop? If yes, then you are not alone. That is exactly how most bike shop owners view their internet marketing effort, assuming they think about it at all. In fact, unless you are in the minority, you don't really spend much time thinking about other elements of marketing that have nothing to do with the internet like:

Store signage

Events

Clinics and rides from the store

Local advertising on radio, mail, newspapers, television

Newsletters

Fortunately, business has been ok during the recession for bike shops. Some of your competition closed down. That helped. The gas prices have brought more folks through the door to try a bit more commuting. And the middle-age white guy phenomenon has really been a help with larger ticket sales.

But you do have this nagging feeling. What if gas prices stabilize or even come down? Good for the country, but not so much for me. What if those middle-age white guys find a new hobby? What if a competitor opens up in my area and takes 20% or more of my business?

You Can Start to Build a Powerful Internet Presence Now to Create Long Term Business for Any Economy and any Competitive Problem

Step 1.Create 5 YouTube Videos Per Month - It doesn't take more than 2 hours to shoot them, and another 5 hours to edit. Set up an employee or a neighbor kid to do the editing. This will be your foundation stone in the internet effort.

Step 2. Set up a blog as a subdomain of your website. I suggest you use Blogger, as it is much easier to use than WordPress. Do three posts per week. Use the videos as one of those three posts. Embed the video and write a short paragraph or two to tease the video. Write about simple repairs, new products, review a bike, advertise and promote services and deals. Step 3. Set up Facebook, Twitter, Linkedin, Google+ and Pinterest accounts. It should take you about 5 hours each to set these up and make them look nice. Do you know someone who likes doing this sort of thing. Pay them. Promote your YouTube Videos and blog posts on these sites. It will take you about 15 minutes a day to put something up on each site.Step 4. Gather thousands of emails. Use every method you can think of to gather emails. Send out one email blast per month or two or even three during Summer. Promote your social media sites and talk about store events. Have something on sale every month in the email blast.

Step 5. Set Your Store Up and Claim Your Listings Everywhere Online. Google Place, Google+ Local, City Search, Yelp, Hot Frog, YellowPages.com, etc. The details of how to do some of this can be found in my book, "Principles of Bicycle Retailing for the Internet Age." You can find it at http://bikeshopowner.com for $49.95 or through J & B or the NBDA.

That's it. At least for the Internet side. Easy! But I have one more secret to share with you. This one is the most important of all. You will be SHOCKED when I reveal the truth about your future internet effort. Ready? Scroll down.

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Your not going to do any of those. Maybe Facebook. But a year from now you'll be scratching your head thinking you put a lot of time into Facebook for no return. You should do all of the above. I can give you testimonial after testimonial of how this is working for bike shops. I have bike shop clients who are getting 1000 unique visitors per day to their YouTube videos, 60 unique visitors per day to their blogs, and 100's of impressions per day on their Google Places.

Here is an alternative solution that you can try. Hire Randy Kirk & Associates. We'll do all of the above for you. And bicycle industry clients get a special deal. You see, we charge everyone else $975 a month for these services. But I have a soft spot for the bike dealers. I've made my living selling you guys for the last 40 years. So, you get a deal. Single shops are only $750 a month.

Call me right now! 310-910-1848. You won't get a clerk or a salesman. Just me. I only work with a maximum of 10 bike dealers at a time. Due to a financial setback unrelated to their business, one of my shops had to drop out. They were ahead 12.5% year to date. So I have an opening. If I can't take you now, I can put you on a waiting list. Don't wait. Call now. We still have time to impact the 2013 season.

P.S. If your store is in trouble, or even if you aren't making at least $100,000 a year for yourself and your family, I can help. I really like these types of situations and have helped several shops to solid profits above six figures.

Wednesday, April 24, 2013

Setting Up the Perfect Social Media Post to Maximize Eyeballs and Clicks

Riveting, alluring, compelling images capture eyeballs

I asked my daughter, the artist, if she would send me the most alluring, riveting, eye catching image she could find or create. I challenge you to come up with one that is any more likely to grab your eye than this one.

I wanted such a shot to use as an example of how to get folks to pay attention to your social media content. I could be wrong, but most folks who bother to put something up want others to read and comment. Many want way more than that. They want fans, connections, repins, and followers. And then, of course, orders.

I post about 60 updates to LinkedIn, Google+, and Twitter each week by hand. Others on my team handle the Facebook, and Pinterest. After several weeks of this daily exercise, I noted what maybe is obvious to everyone else, and just took me a little longer. When scrolling down a news stream, I really notice cool pictures, I sometimes notice interest-grabbing headlines, and I occasionally stop because I recognize the face of someone whose content I like. In that order.

As a writer, this really messed me up. I want folks to notice my scintillating prose. But as I learned the hard way many moons ago, sometimes you can't get an audience for the story if you don't have a great title. And in the book and magazine business, you need to have a compelling image to go with the title. So too in the social media sphere.

The issue doesn't stop with these news streams, either. Look to the left and you will see that the most recent and most popular posts offerings all have thumbnail images to grab your attention. Now look at the bottom of the post and recommended posts also have those thumbnails. You want to use Pinterest or Google Images to increase your visibility even more. Now your headline and teaser is of no help at all.

So, the key take-away from all of this is that you should probably be spending more time selecting pictures for the top of the page on your blog or to capture attention if your are posting directly to the social media update. However, the picture only stops the viewer, it doesn't create the action. That is up to your headline and teaser.

You may or may not be aware that I have another blog that is 100% devoted to content creation. All kinds of content. Find that blog at http://ContentMarketingforGoogle.blogspot.com

Fill out the form and say that folks come to meet with you even if you always go to them. Google knows that no one visits a plumber or a house painter.

Use a telephone number where Google can't get through to you. They make random calls to try to establish that you are where you say you are.

Spam the name of your company. You can probably get away with adding one descriptive word. If you name is Sammy's, you can probably add Pizza. Don't try for Sammy's Detroit Pizza unless that is the name of your company.

Spam your description with all kinds of location based keywords.

Use the same telephone number for more than three locations or more than one business

Have multiple listings for the same location of the same business - even if by mistake

Have one name, address, and/or phone number on your Google listing and have a different name, address, and/or phone number on your website or other internet listings.

Pay for, solicit, and or spam your reviews.

If you have done any of the above or are doing them now, and you haven't been suspended or even removed from Google, go straight to Vegas and play for the inside straight. If you have been caught, and you need help getting out of the penalty box, give me a call. If you would like to get your Google Places, Maps, and +Local sites set up perfectly and optimized to maximize the Google love, call me for that, too. 310-910-1848. That will be me who answers the phone.

Tuesday, April 16, 2013

How to Double Your Sales Doing Custom Home Building and Remodeling Using Online Marketing

I removed the city, but it is a major metro

I got the call about 18 months ago from a contractor. That would put us at about the 3rd quarter of 2011. He had been in the general contractingbusiness for 15 years at that point, and was really struggling. He wanted me to help him with his internet presence. Since that's what I do in the main, and he could almost afford my rates, we decided to see if we could build up his business.

Just a couple of weeks ago, Mike was on the phone with me. I asked him how 2013 was going. He was trying to figure out how he could get it all done before 10:00 at night, just to turn around and be back at it at 6:00 in the morning. His sales had doubled in 2012 over 2011 and his profits had tripled. Now he was discussing the details with me of how he should take it to the next level.

Take a look at his Google Places (Google+, Google Maps) rankings on some of his key words. This might give you some idea of why he's doing so well. Did we get those numbers overnight. No. This is a competitive business in a competitive city. Contractors are willing to spend to get good rankings. But we did slowly but surely move this client into this position, and he is doing quite well.

This blog has a couple of hundred posts and pages. They tell you just exactly how to get the same results I did. Some things are changing in a pretty major way, but you still fill out the basics the same way it is described here on this site. Reviews still matter...a lot. Citations are critical. On page SEO on your website is critical. Social media including Google+ is becoming more important by the day.

Then there are another 96 or so important factors that aren't as important as these four. I try to cover all of them and update you as much as I can here on this teaching site. But there is a lot more to Mike's success than Google Places.

We created a great website for him, and a blog where we post three times per week. Then there's his Linkedin site where we are working to get him at least 500 relevant connections. We have shot a bunch of videos for him, and just recently set up a Pinterest site. We also discuss traditional marketing ideas like local home shows, truck signage, fliers, customer service, networking in the community, and, oh yeah, who should he hire next to grow his business even more.

If you think your contracting business could benefit from some of these kinds of efforts, give me a call. 310-910-1848. Ask for Randy Kirk

Monday, April 8, 2013

Let the Guessing Begin on What Google Places, Google Maps, Google Local, and Google Plus Will End up Looking Like.

Sort of...not exactly...what about Google Maps?

I have a plaque to prove that I am the Optimist of the Decade. Yes, the award came from many years of dedicated service to the Sunrise Optimist Club in Santa Monica, CA. However, those who know me would not disagree with the description. Having said that:

I have never seen anything as screwed up as Google Places, Google Plus Local, and related. You can quote me, Randy Kirk. Tweet the above by clicking

15 of my 18 clients who care about Google Places rankings are doing just fine. The other three have good reasons for being where they are, and are close to being good rankings. So this is not a rant about the inconsistencies of the Google algo. My clients are making very nice money from their rankings.

Which Brand? Please Choose One!

The rant starts with branding. Here are the brands that have existed in the last four years. Google Local Business Pages, Google Maps, Google Places, Google Places for Business, Google Plus Pages, Google Plus Local. The only one that is completely gone is Google Local Business Pages. All the others exist today and have an effect on how businesses get found. I am on record from the first days of this blog which was launched simultaneously with Google Places launch, that Google Places is the most complicated internet product or app or feature or medium or whatever you want to call it.

Now, the Google approach to local business listings is many times more complicated, and business owners and their customers have no idea what to call what they are looking at. I'm not the best guy to ask, but I have created 100's of brands in my business life. I think Google Places was the best brand name. If they eliminate that name in favor of Google Local I think it hurts the roll out of this critical service. Google Maps is a strong name and has a lot of built in consumer cache. However, it is much broader than a modern Yellow Pages and thus would be like naming a Chevy a Car.

The big issue is the confusion. We all know that most folks looking up the local eatery or bike shop use the blended search only. That currently gets you something like a Google Places result and still shows little gray (not red which was better) icons to identify the results as Google Places.

For those who are prone to leave the blended results, they might be most likely to try maps. This option is still listed at the top of the page and the results from that search will provide much more information about each listing. Interestingly, these are shown as Places listings and still have the red icon.

No One Searches Under the Category Options in "More"

Much less likely is that the searcher will go to the "more" options for search to specifically choose Places. If they do choose this search option, they will get more detail about the listed places. There is currently no option to go directly to Google Plus Local. A question one could ask would be: Will Google Places go away as a brand, replaced by Local, and will this page still be an option.

Finally, we can see Google+ Local options on our Google+ pages. These are not nearly as intuitive or useful at this time as any of the other options. Clearly Google likes this approach best and has designed with with the idea of making it very responsive to your specific needs.

If you are a follower of this entire issue and I've made any mistakes above, please straighten me out. I admit that the whole thing is confusing. And, by the way, Mike Blumenthal's blog and Linda Buquet's Forum both have tons of breaking news right now. So if you want all the details, go there.

Friday, April 5, 2013

"Since working with Randy,
my Google Places page rocks! Business has picked up, many clients are
mentioning my reviews, and I am having to refer clients out to
colleagues. I heartily recommend Randy to anyone serious about their Google Places marketing!" -Jeff Mathias, West Des Moines Attorney

Jeff will be only to happy to take your phone call. You can easily find his number. Just Google Him. There is a secret to getting the phone to ring in today's market. And if your primary legal practice is bankruptcy work, you are probably thinking that the case load is going to start shrinking. That means that you are going to have to either get a larger market share in your area, or branch out into other practice niches.

The Outlook for Bankruptcies in 2013 Is Good for the Country, but Bad for BK Lawyers

As a marketer for over 40 years I have become pretty good at knowing which way the wind blows for certain businesses in various market conditions. Divorce lawyers don't do well in recessions. The same is true for business lawyers. Well bankruptcy lawyers don't do well when the public has learned to live with the new normal and/or as business begins to pick up. Oh, there will still be plenty of work, but not like the last 6 years.

I have two openings as of the date posted on this blog. I do have several prospects that might take those spots. However, I do keep a waiting list when I'm full. If you would like to check out my work, it is pretty easy. You are on a blog that will give you a taste of my writing and blogging skills. But if you'd like to learn more about my business capabilities, check out my resume, and also go to one of my other blogs http://www.Help4SmallBusiness.blogspot.comYou may call me most days 8:00 - 8:00 West Coast Time at 310-910-1848 or email me at RandyKirk77@gmail.com

Wednesday, April 3, 2013

How Can A Divorce Lawyer Thrive Using Google+ and Other Local Marketing Approaches

"When you ask Siri, on the new iPhone, for example, for a divorce
lawyer in Encino, my name is the first on the list. I recommend him
whole-heartedly and without reservation."Michele C. Friedlander Law Offices of Michele Cobin-Friedlander

Michelle will be happy to take your call, as will Eric Aretsky of Aretsky and Aretsky in Bergen County NJ. They know the power of having those great rankings on Google+ aka Google Places.

I
have two openings as of the date posted on this blog. I do have
several prospects that might take those spots. However, I do keep a
waiting list when I'm full. If you would like to check out my work, it
is pretty easy. You are on a blog that will give you a taste of my
writing and blogging skills. But if you'd like to learn more about my
business capabilities, check out my resume, and also go to one of my
other blogs http://www.Help4SmallBusiness.blogspot.comYou may call me most days 8:00 - 8:00 West Coast Time at 310-910-1848 or email me at RandyKirk77@gmail.com

Monday, April 1, 2013

"Randy's efforts as my marketing director have been critical in raising
me above the mass of seemingly indistinguishable Mortgage Brokers to
become a top producer in one of the largest firms in Los Angeles.
As people increasingly use the web to seek professional help, he
manages to keep me at the forefront of every key search engine. His
knowledge of the internet goes well beyond typical SEO and website
design. He is constantly researching what sites people rely on, and,
more importantly, how the various browsers and search engines alter
their algorithms that direct everyone's choices. His in-depth
understanding leads to strategies that keep me always ahead of the
curve. This on-going activity is vital for anyone who wishes to remain
on top of the ever-evolving internet."Bill Rayman - Mortgage Capital

With Bill having recently been interviewed by Yahoo.com/home and KKLA radio in Los Angeles, he is so busy he may not take your call. Just kidding. Call him. You can find him listed #2 under Mortgage Broker Los Angeles or number 1 under the Wilshire Blvd zip code 90025.

Please note that due to territorial integrity, I will not work simultaneously for another mortgage broker in California.

I
have two openings as of the date posted on this blog. I do have
several prospects that might take those spots. However, I do keep a
waiting list when I'm full. If you would like to check out my work, it
is pretty easy. You are on a blog that will give you a taste of my
writing and blogging skills. But if you'd like to learn more about my
business capabilities, check out my resume, and also go to one of my
other blogs http://www.Help4SmallBusiness.blogspot.comYou may call me most days 8:00 - 8:00 West Coast Time at 310-910-1848 or email me at RandyKirk77@gmail.com